Designed to appeal to back to school season, the winning work reminds parents of the importance of a good night's sleep for their children and revitalizes a special parent-child bonding ritual: a glass of milk and a story before bed. With the insights that parents were struggling to balance the demands of work and family, Bedtime Stories communicated to Hispanic moms that milk and story before bed would help their kids to sleep better.

In commenting on the award win, Chief Creative Officer Pablo Buffagni, said: "This work is a great example of the power of a big idea integrated throughout various media disciplines. It's a nice moment for parents and kids to bond, and relates to the California Milk Processor Board's positivity platform."

In Latin America, TV segments are commonly used to remind children that it's bedtime. Based on this insight, Grupo Gallegos developed the animated video "It's Time to Go to Bed," produced by the visual studio Flamboyant Paradise. The agency also created a series of original bilingual bedtime storybooks that integrated milk consumption into the story. Aligning with Hispanic moms' nightly viewing of their favorite soap-operas, the agency negotiated fixed spots on the two largest Spanish language television networks, Univision and Telemundo, to air the video at 7:30 and 8pm nightly. To leverage moms' multi-screen viewing habit, the same roadblock strategy was applied across digital and social media. Fifteen-second radio spots and online display banners were created to direct parents to the stories, reminding them that it was time for their children to go to bed.

Grupo Gallegos partnered with the world's leading media engagement company, Shazam®, to connect TV with the mobile experience of the video. All supporting media was timed to occur late in the day leading to the evening airing of the video.

The agency distributed 140,000 storybooks at pediatricians' offices throughout California via Ser Padres magazine. Digital versions of the books were also available on El Maestro del Vaso Medio Lleno's Facebook tab under the url: otroscuentos.com, with display, search, and social media driving them.

This is one of many award recognitions that Grupo Gallegos and the California Milk Processor Board have garnered. Since the beginning of their partnership in 2005, they have won a total of 46 awards together.

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.